B. Fernández & Hnos.

Changes are not easy at all. B. Fernández has been in the industry for more than a century, and its current identity was created 30 years ago. Of course you have to think carefully about change, and that is why we feel honored. We transformed the square unit of the original logo into new “semi-curved” shapes that represent the company's new values ​​and approaches. These figures are now part of the brand architecture and represent their main services. The concept is to tell a story of transformation that maintains its roots but is directed towards the future. This evolution is reflected in the graphic elements, where all units work with each other to create a movement that represents "production". We selected a lowercase sans serif font to give it a more welcoming and modern approach. We decided to maintain the “shield” format to ensure brand recognition, and we used a more saturated color palette to represent innovation and technology, one of the company's transitions.